是边缘，也是金矿，电商平台对图书的矛盾两极心态

Core Insights - The e-commerce platforms do not prioritize the direct GMV generated by books, but rather the external value of business expansion and audience conversion [2][13] Group 1: Market Overview - The domestic book retail market in China is projected to reach a scale of 112.9 billion yuan in 2024, with e-commerce contributing 40.92% and content e-commerce accounting for 30.38% [2] - The overall book market has been declining for several years, with all channels except content e-commerce experiencing negative growth [2][6] - Major platforms like Dangdang and JD have seen a decline of about 10% in their book market scale, while short video e-commerce platforms like Douyin are expanding but at a slowing rate [6] Group 2: Historical Context - The book market was once a key category for e-commerce, with Dangdang being established in 1999 focusing on books due to their standardization and ease of transport [4] - JD's entry into the book market led to a price war among major book e-commerce players, but despite the rise of new e-commerce forces, books remain an important category [5] Group 3: New Sales Logic - The approach to selling books has shifted from "people finding books" to "books finding people," emphasizing the need for books to reach their target audience [7] - The influence of short video marketing and live streaming has significantly impacted book sales, with Douyin selling over 300 million books daily in 2024 [9] Group 4: E-commerce Platforms' Strategies - E-commerce platforms are increasingly using books as a means to drive traffic to other categories, with a focus on long-term audience conversion rather than immediate sales [13] - The stable sales of educational and children's books account for a significant portion of the book market, indicating a consistent demand [14] Group 5: Potential Opportunities - High-value consumers are emerging, willing to invest in premium books, as seen with the pricing strategy of Zhejiang People's Publishing House [15] - The rise of IP-related books, driven by popular media franchises, is expected to boost sales and attract younger audiences [15]